Blockchain Most Overrated Word Of The Year: Survey

"Blockchain" was the most overrated word of 2018, according to a recent media survey.

Media Post's Research Intelligencer reached this conclusion on the basis of data collected by interviewing 120 marketers and 181 ad agency executives in January to find out what words or terms were given too much weight in the advertising industry last year.

Blockchain consumed a disproportionate share of industry conversations in 2018, which may be one of the reasons it was also named the most overrated word of the year, said Media Post's editor in chief Joe Mandese.

Many companies abused the term blockchain just to get free media hype, including claims that they used or tested blockchain technology, respondents who took part in the survey said.

More and more organizations are exploring blockchain applications to make their day-to-day operations more efficient and cost-effective.

The second most overrated word of 2018 was a tie between "AI" and "programmatic," as 19 percent of the respondents each suggested.

"Crypto" was the third most overrated word of last year. "People-based marketing" came up fourth.

The most important word of the year, according to the study, was "transparency,"

The findings were published on Media Post's Research Intelligencer section.